Agent Scripts for Cold Calling

Author: Kelly Cruz, Customer Support Specialist – Realty Partners LLC

Sarasota, FL. October 15th, 2021 – Are you one of those agents that cringes at the thought of the “dreaded” cold calling process? It can be a daunting task and it is easy to get exhausted if you are not seeing results. The two key factors to success in cold calling are perseverance and quality scripts.

According to a research report done by Keller Center, on average it takes 330 calls for an agent to schedule an appointment with a seller. You’re probably thinking “Ugh, that’s a lot of calls”; and you aren’t wrong, but if you compartmentalize your time and commit to an hour of calls a day you will start seeing the value in the ROI of cold calling. For example, if a home is priced at $200,000 and your commission is 3% then you can expect to make $6,000. Based on these statistics, if you make 330 calls you can make $6,000 (before your broker split of course). Not bad right?

Perseverance is half of the battle and doesn’t amount to much without a good script. Scripts are paramount for sales industries and this is especially true for real estate. All agents should have tried-and-true go to scripts for various scenarios; Expireds, FSBO’s, and Circle Prospecting just to name a few. Practice your scripts so they don’t sound scripted when using them with a customer. This will help to boost your speaking confidence and get that listing you are hoping for. Check out this video from the cold calling expert, Bryan Casella, as an example. 

There are several scripts out there that are easily accessible with a quick google search. First thing to consider is the opening which is pertinent for a great pitch. Tom Ferry shared some great openers on Inman in this article. If you are looking for some quality scripts to add to your arsenal you can find some great ones in Redx’s “Real Estate Lead Scripts” Ebook or in Tom Ferry’s “What You Say Matters” agent script book. 

Cold calling is not every agent’s favorite part of real estate, but it is successful in building your business if done right. Find scripts that feel like a good fit for you and be sure to practice them. Stay consistent with your calls and don’t let being turned down affect your confidence. Remember out of 330 calls an agent makes they should expect to secure one appointment. Consider the ROI and follow through.